Analysis for Marketing Planning  (English, Paperback, Lehmann Donald R.)

This text can be used as a core text or supplemental text in product/brand management or marketing strategy course at the MBA level. It focuses on the analysis needed for sound marketing decisions and is structured around the core marketing document--the Marketing Plan.

Key Features

• Comprehensive coverage of Customer Analysis,and Competitor Analysis.
• Detailed coverage of Marketing Strategy- strategic choices and positioning, measure of brand equity based on sales and prices customer-based strategies. (Acquisition, retention, and deletion)
• Paired running examples through the text-super-premium ice cream and personal digital assistants.
• Internal Example features at appropriate places in the book.
• Up-to-date Coverage Services and Marketing Services,Disruptive technologies & market cycles, Shutting down a product line, innovation and managing creativity, NPM and testing, and comprehensive coverage of product strategy.